Hazem Sedda’s store draws international shoppers but still makes locals feel at home Photo: Bec Lewis
The 31-year-old has been building connections with the people of Redfern since he started working 18-hour days at the store in 2003.
“When I started I would stand in front of the shop and no one would say anything. They weren’t used to saying hi.”
“But once I started saying hi, they would say hi back. And now all of Redfern says hi when they see me. Some people don’t want to buy anything, they just come to say hello. For me it’s an achievement, to put the whole community in this mood.”
Sedda runs a popular Instagram account (@redfern_convenience_store), where he posts photos of customers and new products. Social media has given him access to a whole new audience, with people now visiting the store from interstate and even overseas.
The store has also attracted media attention, both from Australian and international outlets. He has recently received an offer to take a Redfern Convenience “pop-up store” to the Sydney Opera House.
“Now, people recognise our shop straight away. They see how hard I work for them, that the shop is always open for them. I think that’s why people care about this shop more than any other shop.”
The store also carries a unique range of imported products from the USA, the UK, Ireland, Mexico and New Zealand. Sedda says he always listens to his customers when deciding which products to stock.
When it comes to his range of protein powders, he draws upon his personal experience as a bodybuilder.
“People buy it because they know I use it, and they know that I won’t stock it if it’s not good.”
Sedda has seen Redfern change a lot over the past 13 years, and says that having students and travellers in the area is good for business because people are more familiar with his international products.
“If you haven’t travelled, how would you know about Reese’s Peanut Butter Cups?”
Sedda originally trained as a commercial pilot, but found that “being in the air all the time was boring.” He says he prefers being his own boss, and being part of a community.
He now employs others to work in the store, and doesn’t work 18-hour days anymore. But he still comes in on his days off.
“I only come because I miss everybody and want to spend time with them. For me, coming to work is like going out. I enjoy every minute.”
